Kreowanie wartości marki terytorialnej w kontekście koncepcji współtworzenia wartości

Abstract

The purpose of the chapter is to present the territorial brand as a specific market value and to indicate the possibility of co-creating this value by the most important group of recipients of the territorial offer, that is, by the residents. Selected methods of territorial brand measurement were presented, taking into account its various features and the most important indices defining the value of territorial brands were indicated. Special attention was paid to the possibilities of co-creating territorial value by the local community, and especially the so- called opinion leaders. It was emphasised that in the process of co-creating the brand’s value by the residents, a dialogue with stakeholders is of key importance, meaning interactivity, deep involvement, ability to listen, or empathic understanding of stakeholder’s experience by local government representatives. The residents in the process of creating the brand’s value, thanks to their knowledge and commitment, become specific carriers of promotional messages and their attitude strengthens professional image-building activities, which in turn strengthens the value of the territorial brand.